China-Africa corporate advertising is emerging as an example of the corporate advertising genre in response to the specific rhetorical context of China-Africa win-win cooperation.Drawing on Bhatia’s Critical Genre An...China-Africa corporate advertising is emerging as an example of the corporate advertising genre in response to the specific rhetorical context of China-Africa win-win cooperation.Drawing on Bhatia’s Critical Genre Analysis(2017),this study explores the text-internal and text-external generic features of China-Africa corporate advertising by analyzing 50 collected samples.The analysis of text-internal prominence shows that China-Africa corporate advertising is unique in its frequent use of win-win-oriented and sector-dependent technical lexicons to indicate the promotional intent.It is also found that move structures vary across different sub-types of ChinaAfrica corporate advertising.Text-externally,the findings reveal a mixture of different discourses within the discursive space of China-Africa corporate advertising.In addition,the results suggest that Chinese companies invest more rhetorical efforts in enhancing the China-Africa community than African counterparts who tend to perceive China-Africa cooperation as the main avenue to attract worldwide partnerships.The findings have some practical implications for discourse construction in the Belt and Road Initiative context and shed light on the evolving nature of advertising discourse,particularly in the China-Africa win-win business context.展开更多
The main purpose of this paper was to examine female roles portrayed by advertising. More specifically, the questions that motivated this research project were ＂What messages about women have been given to society th...The main purpose of this paper was to examine female roles portrayed by advertising. More specifically, the questions that motivated this research project were ＂What messages about women have been given to society through advertisement？＂ and ＂Have these portrayals been changed during the past decades？＂ The study consisted of a systematic content analysis of Brazilian commercials from 1973 to 2000. The population from which this sample was drawn consisted of Brazilian commercials which got an award in international and national festivals. A probabilistic sample procedure was employed. Ninety five pieces were selected. The categories and operational rules used in the study were developed based on previous research. This study has proposed that female images in advertising are depicted in three different ways： stereotyped, idealized, and plural portrayals. Our results have revealed that some specific images have changed, however, they continued to be stereotyped and idealized.展开更多
With the fast globalization of the whole world and the intimate international cooperation of enterprises, translation is playing a more and more essential role, espeically in advertisemnts where enterprises want to es...With the fast globalization of the whole world and the intimate international cooperation of enterprises, translation is playing a more and more essential role, espeically in advertisemnts where enterprises want to establish a positive and healthy image in the competitive world market to promote their products and make more profits. Since Nida proposed his famous theory of dynamic equivalence, the English-Chinese advertisemnts translation has no longer been so mechanic and achieved more beauties. The translation of advertisement and trademark tends towards simplicity and visualization in association with the theory of dynamic equivalence, the objective criterion of translation proposed by Nida, emphasizing the inside connotation. Information is transformed during the process by analyzing carefully, distinguishing accurately, and processing flexibly in different situations so that translators can keep the information in high fidelity and gain dynamic equivalence.展开更多
Advertising revenue is generally regarded as the lifeblood of the mass media since it largely contributes to the financial fortunes of both commercial and so-called public media houses. There is a consensus among poli...Advertising revenue is generally regarded as the lifeblood of the mass media since it largely contributes to the financial fortunes of both commercial and so-called public media houses. There is a consensus among political economy scholars that gives advertisers power over media content. It has also been argued that advertisers usually do not associate with ideological enemies. This research therefore sought to find out whether political advertisements especially, during election time, influence media content and whether political advertisers do not associate with media houses they are not ideologically compatible with. During election times, political parties also become big advertisers and newspapers together with broadcasting media compete to get advertisements from political parties so as to boost their financial fortunes. The research focused on the March 29, 2008 Zimbabwe harmonised elections with Network Guardian News a Kwekwe based privately owned community newspaper being used as a case study. This study utilised critical discourse analysis on purposively selected newspaper stories published during the period under study; while in-depth unstructured interviews with editors, reporters from the newspaper and politicians were also conducted to gather information. The findings revealed that in spite of the pro-ZANU-PF Network Guardian News newspaper carrying both MDc and ZANU-PF advertisements, its editorial stance remained hostile to the MDC-T party.展开更多
基金the research output of the National Social Sciences research project entitled“A Genre-based Study of the Dynamic Intertextual and Interdiscursive System in Chinese and Foreign Professional Discourse”(NO.17BYY033)。
文摘China-Africa corporate advertising is emerging as an example of the corporate advertising genre in response to the specific rhetorical context of China-Africa win-win cooperation.Drawing on Bhatia’s Critical Genre Analysis(2017),this study explores the text-internal and text-external generic features of China-Africa corporate advertising by analyzing 50 collected samples.The analysis of text-internal prominence shows that China-Africa corporate advertising is unique in its frequent use of win-win-oriented and sector-dependent technical lexicons to indicate the promotional intent.It is also found that move structures vary across different sub-types of ChinaAfrica corporate advertising.Text-externally,the findings reveal a mixture of different discourses within the discursive space of China-Africa corporate advertising.In addition,the results suggest that Chinese companies invest more rhetorical efforts in enhancing the China-Africa community than African counterparts who tend to perceive China-Africa cooperation as the main avenue to attract worldwide partnerships.The findings have some practical implications for discourse construction in the Belt and Road Initiative context and shed light on the evolving nature of advertising discourse,particularly in the China-Africa win-win business context.
文摘The main purpose of this paper was to examine female roles portrayed by advertising. More specifically, the questions that motivated this research project were ＂What messages about women have been given to society through advertisement？＂ and ＂Have these portrayals been changed during the past decades？＂ The study consisted of a systematic content analysis of Brazilian commercials from 1973 to 2000. The population from which this sample was drawn consisted of Brazilian commercials which got an award in international and national festivals. A probabilistic sample procedure was employed. Ninety five pieces were selected. The categories and operational rules used in the study were developed based on previous research. This study has proposed that female images in advertising are depicted in three different ways： stereotyped, idealized, and plural portrayals. Our results have revealed that some specific images have changed, however, they continued to be stereotyped and idealized.
文摘With the fast globalization of the whole world and the intimate international cooperation of enterprises, translation is playing a more and more essential role, espeically in advertisemnts where enterprises want to establish a positive and healthy image in the competitive world market to promote their products and make more profits. Since Nida proposed his famous theory of dynamic equivalence, the English-Chinese advertisemnts translation has no longer been so mechanic and achieved more beauties. The translation of advertisement and trademark tends towards simplicity and visualization in association with the theory of dynamic equivalence, the objective criterion of translation proposed by Nida, emphasizing the inside connotation. Information is transformed during the process by analyzing carefully, distinguishing accurately, and processing flexibly in different situations so that translators can keep the information in high fidelity and gain dynamic equivalence.
文摘Advertising revenue is generally regarded as the lifeblood of the mass media since it largely contributes to the financial fortunes of both commercial and so-called public media houses. There is a consensus among political economy scholars that gives advertisers power over media content. It has also been argued that advertisers usually do not associate with ideological enemies. This research therefore sought to find out whether political advertisements especially, during election time, influence media content and whether political advertisers do not associate with media houses they are not ideologically compatible with. During election times, political parties also become big advertisers and newspapers together with broadcasting media compete to get advertisements from political parties so as to boost their financial fortunes. The research focused on the March 29, 2008 Zimbabwe harmonised elections with Network Guardian News a Kwekwe based privately owned community newspaper being used as a case study. This study utilised critical discourse analysis on purposively selected newspaper stories published during the period under study; while in-depth unstructured interviews with editors, reporters from the newspaper and politicians were also conducted to gather information. The findings revealed that in spite of the pro-ZANU-PF Network Guardian News newspaper carrying both MDc and ZANU-PF advertisements, its editorial stance remained hostile to the MDC-T party.
